CRITICAL BOOK REVIEW

Management English Based Institution

Lecturer:
Neni Afrida Sari Harahap, S.Pd., M.Hum

Arranged by:

Mikana Simarmata 2183321002

Sofia Silvia Husni 2183321037
Nurmala Sari Ritonga 2183321032

English Education 18 B

ENGLISH EDUCATION STUDY PROGRAM

FACULTY OF LANGUAGE AND ART
MEDAN STATE UNIVERSITY
2021
 PREFACE

Firstly, reviewer would to express his deepest gratitude to the Almighty God, Allah SWT for
hiss blessing , love, and strength given to the reviewer during conducting his study and in
completing this Critical Book Riview . This study aimed to fulfil one of assingments for
Management English Based Institution subject.
In completing this research report, the reviewer realizes that he faced some problems
in conducting the research and he had received suggestions and comments and got moral
support from the close seniors in English and Literatur Department,State University of
Medan.

The reviewer also realizes that this report still has the paucity, He conveniently
welcomes for any suggestion, comments critics, and advices that will improve the quality of
this report. He hopes this report would be beneficial for those who read.

Medan, March 2021

REVIEWER

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 I. IDENTITY OF THE BOOK

Title : How to Market Your School : A Guide to Marketing,

Communication, and Public Relations for School Administrators .
Author : Johanna Lockhart
Published year : 1971

Publisher : Rowman & Littlefield Education

Publication : Lanham • New York • Toronto • Plymouth, UK

ISBN : 978-1-60709-768-6

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 II. SUMMARY OF THE BOOK

How to market your school (a guide to marketing, communication, and public

relations for school administrators) which consist of 9 chapters overall. In part of school
marketing or explain that the importance necessary or usefulness of marketing the school
describe the school competitors, changing demographics, public skepticism, media scrutiny
and scarce resources as the achievements of the school are recognized through marketing
activities, high quality teachers, reliable staff members, and motivated students are more
easily attracted and retained. Subsequently, in the start to make a planning of this book
explain about goals, objective and strategies to achieve the purpose itself then it discuss about
marketing plan of SWOT (strength, weakness, opportunities and threats) it include product,
people price, place and promotion in clearly explanation from this book. Furthermore, in
marketing research and data base marketing it clarify about the data survey of information,
communication, inclusion, indicators and perception that systematic method of gathering data
on a specific topics.

Next, marketing communication that explain how the strategy of marketing plans on
conveying a particular message to the target consumer to send a messages people to people in
marketing or promoting the school. In electronic communication, it has the way to marketing
the school in social media and creating a website of the school itself that make easy way for
people to recognize the school in promote the social media or website. Then, media relation it
discusses ways in which schools can help their district media relations or communication
administrator maximize relations with the media by reducing occasions for negative media
coverage within the school environment and by working with neighborhood news services to
create an awareness of the school achievements and activities. Additionally, building
community partnership, it provides suggestions for addressing these obstacles to better
partnerships. Businesses and organizations can help in a number of ways: mentoring, class
speakers, student internships, scholarships, event sponsorship, workplace tours, staff
development, and donated goods and services. The business or organization is recognized as
a contributing member of the community and the school is recognized as having community
support. Next, in public relations provides ways that districts and schools can looking for to
change not only what principals do, but also how principals think about the relationships that
are so important to achieving the goals. Furthermore, in fund-raising it’s about the way of
minimize budget or fund in the planning of marketing or promoting the school in an effective
ways like sponsors and advertising.

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 III. STRENGHT AND WEAKNESS OF THE BOOK
1) Strengths
a) The use of standard language and easy to understand
b) The contents are quite clear, compleate and easy to understand
c) The book organizes the content into nine chapters
d) This book has the information in manageable
e) The ideas and concepts provided in this book are equally applicable to the marketing needs
of private, parochial, for-profit, and charter schools

2) Weakness
a) The selection of the book cover is not accordance with the material to be discussed.
We think the picture on the book cover should be a school-related image. It may be more
supportive of the title of the book.
b) Likewise in each chapter, an image should be included at the beginning of each
chapter. It can attract the reader’s attention more.
c) Even though the material that has been presented in this book is very good and
complete, there are some words that are difficult for readers to understand.

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IV. CONCLUSION

Overall, the books are good to read and useful to the reader and society. It can help
the foundation of school to be a refrences or sources in implementing marketing or
promoting their school. Having studied this book, Authors felt great with this book due
to the detail discussion in each of its Topic. This book is recommended for us especially
an University students who want to improve our knowledge about marketing or
promoting the school. We suggest that the writer of these books must provide some
pictures and colors inside the books in order to interest the reader and make the reader
more understand about the topic that they read.